According to BtoB Magazine’s new study, 46% of B2B marketers are currently using marketing automation. The rate in which marketers are reaching complete marketing automation adoption will double within the next year. At the same time, understanding marketing automation is becoming easier with more resources available, and determining its success is less of a mystery.
In the study, levels of adoption were separated into 5 different stages, stage one being “no adoption of marketing automation” and stage five being “fully integrated into a company’s sales and marketing initiatives.” Last year, respondents found themselves in the lower stages, most claiming to have “some” or “moderate” adoption. This year, more respondents found themselves increasing in knowledge and integration, the majority landing in stage four. This rapid change in the number of companies fully utilizing marketing automation should be your inspiration to join the bandwagon and understand how to integrate and manage your marketing automation platform. Don’t get behind! The rate of full adoption still leaves room for you to step in, refine your application of marketing automation and have an advantage over your competition.
Lead-Generation is the #1 Goal for Implementation
Marketers implementing marketing automation are expecting to see clear results and revenue. Throughout the buyer funnel, B2B marketers have specific goals set for marketing automation, including:
- Enhance lead generation (80%)
- Ability to track website visitors (77%)
- Manage marketing campaigns (70%)
- Track lead activity (70%)
- Lead scoring and qualification (69%)
- Establish automated lead-nurturing (62%)
Improving lead generation and conversion rate was one of the main reasons for using any marketing automation platform. While this may be the overall goal, many also placed a heavy emphasis on defining metrics and measuring success.
Defining Success with the Most Valuable Metrics
When asked what the most important metrics are to determine success with marketing automation, almost half of the respondents said “value” metrics. Value metrics include specific ROI numbers, like revenue generated, cost of investment, etc. The second most important metrics, according to respondents: efficiency. These metrics include cost per customer and number of MQLs (marketing-qualified leads) generated through lead nurturing. Keep in mind: the definition of marketing campaigns success usually depends on your type of business, your overall goal for implementation and your role in marketing and sales.
Adopting marketing automation and integrating it fully into your sales and marketing now will allow you to have a serious competitive advantage. And to quote those at BtoB Magazine, “Marketers should carefully consider marketing campaigns investments. Marketing automation can serve as a total marketing picture for campaign investments.”
Check out our helpful 14-pg. marketing automation primer.